On this episode we are joined by Josh Carter from Koalifi.  Josh is a marketer by trade and a friend to Eric. Eric and Josh discuss how financing can make repairs and replacements tangible for customers. They discuss utilizing phrases like "as low as" to make replacing or fixing a system accessible for anyone who needs the services. Eric emphasizes how people "buy with emotion" and "justify with logic", and how to make that appeal to your customers. Both Eric and Josh also talk about the importance of having a financing option available on your website.